Key Takeaways:
Gain a better understanding of the state of hyper-personalization as it relates to your marketing.
Learn some practical ways you can step up your hyper-personalization to better connect with different ages of retail customers.
As a retailer, you likely have a sense of how Boomers, Gen X, Millennials, and Gen Z shop differently. But the real challenge isn’t just knowing those differences. It’s using that knowledge to create an experience that draws each generation in and keeps them coming back.
It’s important to understand the generations and why purchasing decisions get made so you can create an informed marketing strategy that connects with your target buyers. That’s the heart of it: making sure your store feels relevant to every type of customer you serve.
“It’s important to understand the generations and why purchasing decisions get made so you can create an informed marketing strategy that connects with your target buyers.”
– Jennifer Shaheen
President and Founder, Technology Therapy® Group
Blending Digital and Physical Touchpoints
Your customers aren’t following a straight path from seeing an ad to making a purchase. They’re bouncing between online and in-person experiences—sometimes all in the same day.
Think about how you show up at each stage of their journey:
- Awareness & Consideration
Customers are using tools like generative search, AI recommendations, AR/VR try-ons, influencer endorsements, and user-generated content to decide what to buy. - Purchase
People want easy, flexible ways to buy, like social commerce (purchasing directly in the platform instead of your site) and BNPL (buy now, pay later), which is modern-day layaway. - Experience
Even after they hit “buy,” they’re looking for connection and support when they pick up their purchase or receive it in the mail. A warm welcome, an easy return process, or a thoughtful follow-up goes a long way.
When you plan your marketing, think about the mix of digital and physical touchpoints you offer. And brainstorm how you can make each stage feel more seamless for your shoppers.
Start With Shared Values, Then Tailor by Generation
One of the most powerful ways to bridge generational differences is through values. Every generation cares about them, though they define them differently.
First, get clear on your store’s values. Then, dig into what your customers care about. Read your reviews and look for recurring themes. (AI tools can make this faster by pulling out the value statements for you.)
Once you know where those two sets of values overlap:
- Create a values page on your site
- Update your marketing to reflect them
- Build your promotions and partnerships with those values front and center
When shoppers feel that alignment, you’re not just selling products; you’re building trust.
Personalization: The Common Language Across Ages
No matter their generation, shoppers expect you to know what they’ve looked for, what they’ve purchased, and what they might want next. And they expect you to recognize them across all your channels.
And personalization pays off. Per Digital Commerce 360, companies that practice omnichannel engagement see a 9.5% YoY increase in revenue.
Here are a few simple ways to start:
- Use your POS/CRM to collect more than just purchase history—note special occasions, style preferences, and demographics.
- Segment your audience so your messages feel relevant.
- Ask for preferred contact methods—call, text, email, or DM.
Truly knowing your customers, reacting before they even know they need you, and reducing barriers across all channels is what basic personalization looks like. From there, you can move into hyper-personalization, tailoring everything from your visuals to your offers for specific age groups. For instance, it’s better for a 20-something consumer to see a picture of a 20-something in an ad instead of a 40-something (and vice versa).
“Make sure your visuals connect with the generations/segments you’re targeting. For instance, it’s better for a 20-something consumer to see a picture of a 20-something in an ad instead of a 40-something. And vice versa.”
– Jennifer Shaheen
President and Founder, Technology Therapy® Group
Use Offline Data to Power Your Online Marketing
Offline data tracking is no longer a “nice to have” for retailers. It is a “need to have”. If you’re not tracking offline interactions yet, you’re leaving valuable insight on the table.
That means logging in-store purchases, phone orders, event attendance, or loyalty sign-ups and syncing that encrypted data with your ad platforms. It’s the next step beyond retargeting. Instead of just reminding customers about a product they viewed, you can suggest complementary items based on what they actually purchased.
Get Comfortable with AI (Your Customers Already Are)
Right now, nearly 8 in 10 Americans interact with AI daily, whether they realize it or not.
For your store, this means:
- Making sure your site is indexed with Google and Bing so you’re visible in AI-driven search.
- Creating content that AI tools like to surface. (Think listicles, state-specific data, and insights pulled from your sales history.)
- Using AI visuals carefully, with high-quality images and transparency about when they’re AI-generated.
And keep an eye on advertising platforms. By the end of 2025, platforms like Meta may be generating ads for you automatically. Test these features, but review everything before it goes live.
Blend Digital and Physical for the Best Experience
From mobile-first design and wallet payments to AR try-ons and BOPIS (buy online, pick up in store), customers of every age want convenience and choice.
The new shopping mindset is “scroll, shop, buy”. According to recent data from Sprout Social, 61% of social users are turning to Instagram to find their next purchase. Younger shoppers often prefer to complete purchases without leaving the app, while others enjoy browsing online and buying in person.
The sweet spot? Creating a “phygital” experience that lets them choose how to connect with you. Two-thirds of consumers believe the best shopping experiences in the future will combine human service with digital tools.
Pulling It All Together
Capturing customers across generations isn’t about marketing to everyone the same way. It’s about knowing what unites them and adapting your approach, so each group feels seen.
Start with shared values, layer in thoughtful personalization, and use both online and offline data to make every interaction more relevant. Keep exploring new tools like AI and AR but always pair them with the human connection your customers crave.
When you do, you’re not just making a sale. You’re creating the kind of experience that makes customers of every age want to come back.
Make Hyper-Personalization Happen
Work with a TTG mentor to step up your retail store’s hyper-personalization.
